We've all seen the latest Lincoln ads featuring Matthew McConaughey, but were you there when a bull took the spotlight and challenged Matthew during one of his "moments"? Media is all about ad space. And Lincoln was spot on when they decided to throw in this bull into their ad campaign and when they decided to place it during halftime in the Texas vs. OU game. I remember watching the game with some of my friends that day and smiling at how genius the idea was to have it play during that game. It was so brilliant! Lincoln managed to make an irrelevant ad about a car, relevant. (I'm not a car geek). But, I was able to form a connection with the brand since they brought in a piece of why I was sitting there watching the game in the first place, because I'm a longhorn. The OU vs. Texas game is such an iconic game of the football season, it's a time where a majority of UT students set aside time from their schedules to watch the game if they don't actually go see the Red River Rivalry in person in Dallas. Making it a memorable ad due to the creative media placement.
In addition, the media placement does it a huge favor because I would've never come across an ad from this Lincoln campaign during any other commercial break but this one. Ever since I started college, watching TV has been a thing of the past. Therefore, had Lincoln assumed that a consumer like me would see the spot after a "Scandal" or "Modern Family" episode, they would have been greatly mistaken. If I have time to watch these shows, I'll go ahead a Hulu them. Lincoln would amaze me yet again if they were to pop up during one of Hulu's pre-rolls. However, the relevancy of the game is what gives the TV spot more of a genuine feel than it would if it came up during a Hulu or YouTube pre-roll.